SUB CATEGORY :

CASTING

COMPANY ENTERING :

MCCANN WORLDGROUP THAILAND, BANGKOK

TITLE :

CAPTURE

BRAND :

SURE

ADVERTISER :

VERENA INTERNATIONAL CO., LTD.

AGENCY :

MCCANN WORLDGROUP THAILAND, BANGKOK

EXECUTIVE CREATIVE DIRECTOR :

WICHIAN THONGSUKSIRI

CREATIVE DIRECTOR :

SURAMANAS JUNTIMA

COPYWRITER :

WICHIAN THONGSUKSIRI

ART DIRECTOR :

SURAMANAS JUNTIMA/NATTHAWUT CHUKLUNTHONG

BUSINESS DIRECTOR :

JIRAPA BIRASIRIWATANA

ACCOUNT DIRECTOR :

RASRIN AKKARANUNKORRANICH

STRATEGIC CONSULTANT :

YUPIN MUNTZING

AGENCY PRODUCER :

SIRIWAN BAMRUNGPHOL

FILM PRODUCTION COMPANY :

PHENOMENA CO., LTD., BANGKOK

DIRECTOR :

THANONCHAI SORNSRIWICHAI

FILM PRODUCER :

PANIDA NGAMSOMPONG

POST-PRODUCTION COMPANY :

EDITTIDE CO., LTD., BANGKOK

SPECIAL EFFECTS COMPANY :

EDITTIDE CO., LTD., BANGKOK

SOUND PRODUCTION COMPANY :

CINE DIGITAL SOUND STUDIO CO., LTD., BANGKOK

ENGLISH SYNOPSIS :

TO BREAK THROUGH THE CLUTTER OF GENERIC WEIGHT LOSS DEMONSTRATIONS AND CLAIMS IN THE MARKET, VERENA TURNS THE STRAIGHTFORWARD PROPOSITION OF AN INGESTIBLE FAT BINDING SUPPLEMENT INTO A VERY LITERAL YET UNEXPECTED DEMONSTRATION OF EFFICACY THAT ‘CAPTURES THE FAT’. THE IDEA IS BROUGHT TO LIFE THROUGH A NARRATIVE THAT COMPARES THE WORKING OF THE SUPPLEMENT TO THAT OF A VIGILANT HIGHWAY POLICEMAN. THE ‘INSIDE’ STORY UNFOLDS THROUGH A SERIES OF ENTERTAINING WORD PLAY AND DRAMATIZATIONS FROM THE MOMENT SURE SUPPLEMENT IS INGESTED BY LOCAL CELEBRITY WOONSEN, IN WHICH ALL FAT PASSING THROUGH HER MOUTH IS CAPTURED AND UNABLE TO PASS THROUGH TO ANY OTHER PART OF HER BODY.

ENGLISH CONTEXT EXPLANATION :

UNOFFICIAL POLICE-CHECKPOINTS ARE COMMON ACROSS THAILAND. THE UNIQUE INSISTENCE OF THAI POLICE ON BEING OVERLY INQUISITIVE AND NIT-PICKY WHEN QUESTIONING DRIVERS IS SEEN AS A RUNNING JOKE AMONGST THAIS. THUS, WE USED THIS CULTURALLY-UNIQUE AND FUSSY BEHAVIOR OF THAI POLICEMAN TO ILLUSTRATE THE PRODUCT’S CAPACITY TO BLOCK OIL AND FAT TO THE BODY. ENTERTAINMENT VALUE IS ENHANCED WITH WORD PLAY, A UNIQUE PAST TIME THAT THAI’S ENJOY AS PART OF EVERYDAY CONVERSATIONS.